Mondelēz International has announced plans to introduce chocolate and biscuit products that are under 100 calories to counter the childhood obesity crisis.

The new initiative will be implemented across the UK and Ireland market.

The move, according to the company, will see ‘billions of calories removed from the market’.

As part of the initiative, the company will reduce calories in Cadbury Mini Fingers and Cadbury Animals to below 100 by next month.

The size of products such as the Curly Wurly, Fudge and Chomp will also be reduced by the end of next year to bring them down to the 100 calorie cap. However, their ingredients will remain unchanged.

Furthermore, the snack maker is planning to include Oreo Mini snack packs and Freddo Face Cakes in the under 100 calorie segment by 2021.

Commenting on the move, Mondelēz International UK managing director Louise Stigant said: “We want to play our part in tackling childhood obesity and are focusing on the areas wher we can make the greatest impact.

“Our brands have been around for hundreds of years and play a special role in people’s lives as treats to be enjoyed in moderation.

“We want to support parents when they choose to give their children a treat and introducing this calorie cap will make it simpler for them to find a treat under 100 calories that children will enjoy.”

In June, Mondelēz International launched Cadbury Dairy Milk 30% Less Sugar in India to offer its consumers greater choice. The company claimed that the new variant will be free from added artificial sweeteners.

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